Are Tradeshows Worth the Investment?

It's a safe bet that no matter what type of industry you're in there will be at least one tradeshow that will be applicable for your business. The question then becomes do you attend as a "visitor" or a "vendor"?

Obviously, being a visitor will be less costly and still give you the opportunity to network but it might not be a productive as being a vendor with a booth. Would that kind of investment be worth the effort? Here are some tips to help you focus on determining if your tradeshow sales efforts will provide a viable return on your investment.

The first step is to factor in all of your costs and expenses. These would include:

Floor space costs: What will you be charged by the organizers for booth space?

Exhibit costs: If this is your first time at a trade show you'll be building a booth from scratch. How much that will cost depends on the size and design elements.

Labour costs: When you bring your booth to the tradeshow there may be union workers standing by to assemble it or you may require your own staff for set up/take down.

Marketing: You need to advertise in trade magazines and the tradeshow catalog to let visitors know where your booth will be, as well as having marketing collateral at your booth.

Giveaways: What will you give away at your booth? Every visitor should leave with something that has your company logo, web address and contact info.

Booth hosts: Will you and your employees be manning the booth or will you have to hire local hosts? Or both?

Travel and entertaining: It's going to cost you something to get to the tradeshow, plus added costs for accommodations and food. You'll also want to include money for entertaining: drinks and meals for potential clients.

Contingency: On top of all those costs add another 15% to 25% to your budget as a contingency line item in case of extra expenses, which there will always be!

Set Your Goals

Now that you know what your hard costs are, what are your goals for the trade show? Do you need to land a certain amount of new clients? Are you setting up pre-orders for products? If this is a consumer show and you'll be selling your product directly out of your booth, then you should have targets for each day. Whatever those numbers are, you have to be realistic. It might be hard to gauge if this is a new type of trade show, but if you're setting up a booth at something like Comic Con in San Diego then you know you're going to have a lot of foot traffic!

Once you have those goals set, make sure your booth staff is aware of those and check in every hour to make sure they're hitting those goals. If not, you might need to ramp up the promotions and get your staff out on the floor.

There are no guarantees with a tradeshow. However, if you've attended as a visitor in the past then you know what works and what doesn't. Put those principles to the test in your own campaign.

Are you Ready to Quit Your Job and Start a Company?

So, you’ve got a great idea for a business that you’re eager to pull the trigger on. One potential obstacle: you’re working in a job now and unless you quit you can’t get your start-up going. What do you need to do before you quit your job and start a company? Think about these issues before taking the plunge:

1.      Money Coming in Versus Money Going Out

Only you know what you need to survive on in terms of income. Many new business owners often forgo a salary until their new venture is on stable footing. Can you survive without a steady paycheck? Don’t imagine what you’ll be making; be realistic about what you’re making now and what you can anticipate making two weeks after you’ve quit. The harsh reality is you’re probably going to take a salary hit in terms of reduced weekly take home pay. Can you survive with that?

2.      Business Plan Projections

What does your business plan say about generating income? If you don’t have a business plan, then you’re really not ready to quit your job! A properly prepared business plan will become your road map for success. If you have used realistic projections then you should be able to gauge when revenue will start rolling in. More importantly you should have a contingency plan ready to activate if those projections don’t hold up.

3.      Emergency Capital

Your contingency plan should include a kind of “rainy day fund.” This should be additional operating expenses you might require to keep your business running should you experience a downturn in the first couple of weeks or months. Quick example: You’re starting a business selling beach umbrellas but on opening day it begins to rain for two weeks straight. Will you have the money to pay your bills while you wait for the sun to shine?

4.      Family Support

You can never underestimate the need for family support when you open up a new business. You’re going to be asking for a lot of sacrifices from your family as you devote long hours to make sure your business is running properly. If they’re not as committed as you are to this start up then you’re going to have added stress which isn’t going to do anybody any good. This kind of support is critical when you are making the transition from one job to another. They last thing you want to ever say is, “Surprise: I quit my job!” Major decisions like that should be made in partnership with your family.

Make Your Small Business Eco-Friendly

You may think that making your operations eco-friendly is going to be time consuming and costly, but surprisingly going green can lower your operating costs in the long run.

Going green is all about maximizing efficiency and conservation, and minimizing consumption - concepts that small businesses like to hear. You can do the environment and your business good by making a few small and simple changes in your operations.

Conserve Energy

Between office lighting, computers, phones, printers and heat, offices consume a huge amount of electricity which results in hefty bills each month. But did you know that there are programs offered by Hydro companies that provide incentives for going green? The Small Business Lighting Program provides qualifying businesses with up to $1000 worth in free energy efficient lighting and equipment upgrades. Companies like Hydro One offer the Electricity Retrofit Incentive Program, which provides rebates to companies that have adopted energy efficient technologies.

Recycle

This seems like a no-brainer, but many companies still do not take the time to implement recycling programs for their business. Recycling doesn’t just mean paper or water bottles, ink and toner cartridges can also be reused and office equipment can be refurbished. As well, eco-friendly office supplies such as paper made from recycled or post-consumer content is available from most office suppliers.

Reduce Waste

This is the simplest way to go green, and to reduce operating costs. Encourage employees to only print when necessary, to print on both sides of paper, and to recycle all used paper. Digital communication and computer backups enable us to work electronically rather than leaving a constant and unnecessary paper trail.

Lead By Example

It’s one thing to implement an eco-friendly business model, it’s another thing to actually abide by your rules. Make sure that you introduce the new ideas to employees formally and provide easy ways for them to take part. Eventually, these ideas can be implemented as policies for all employees, and your business will be well on its way to going green!